Marketing automation refers to the automation of all tasks related to marketing: retention campaigns, acquisition campaigns, landing pages, lead generation, etc.

Marketing automation involves several elements to ensure smooth operation:

• The assessment of visitor behaviour (newsletter reading rates, most-read content pieces, reactions generated, etc.).
• Lead nurturing to nurture a prospect so that they evolve into a client
• Profiling via lead scoring, for example; this means analysing the actions taken by a prospect and scoring them according to a defined scale in order to deduce their intentions.
• Automation of social network activity (publications).
• Content which is high quality and adapted to the target audience.

Marketing automation is carried out via dedicated software and/or web services (platforms or applications).